Target plans 10-day holiday sale as Black Friday focus wanes

A Target store in Los Angeles
A Target store in Los Angeles AP

Target Corp. is planning a 10-day holiday sale that will begin Nov. 22, the latest sign that U.S. retailers are relying less on one-day Black Friday promotions.

The “10 Days of Deals” program will discount products such as electronics, kitchenware and toys, Minneapolis-based Target said Monday in a statement. The sale will last through Dec. 1, four days after Black Friday, the traditional post-Thanksgiving kickoff to the holiday season.

“We wanted to see how we could offer popular items at great prices along a longer period of time so guests that want to shop early, during Black Friday and after, feel like they’re getting the benefit,” Tina Tyler, chief stores officer, told reporters on a conference call.

Retailers have been expanding holiday discounts to spread out Black Friday and increase customer visits. Wal-Mart Stores Inc. hasn’t announced specific post-Thanksgiving plans, though last week the world’s biggest retailer began discounting thousands of items, including iPads and televisions.

With the emphasis on Black Friday waning, Target is adding incentives to those who visit stores the day after Thanksgiving, including giving customers a 20 percent coupon if they spend more than $75.

Target stores will open at 6 p.m., the same as last year. For online shoppers, it will offer the same in-store deals before the stores open, plus free shipping.